Dior chooses a new path for their latest J’Adore perfume ad
This weekend Dior previewed the new campaign for their J’Adore perfume with a new message in mind. They did away with glamour altogether and there was no stunning beauty Charlene Theron leading the way tearing off her dress, shoes and diamonds as she made her way to the bottle of perfume but this time around, she’s relegated to the background to do the commentary for the ad. Certainly a departure from the norm and Claude Martinez, president and chief executive officer of Parfums Christian Dior had this to say in an interview with WWD. His take on the new direction that fragrance advertising is taking, is almost poetical. “In a world where fragrances seem to be more and more marketed, more and more ephemeral, I think it’s important to have generations and future generations rediscover that perfume is a true savoir faire. It is a metier of art, a metier of artisans and it’s not recipes from a computer. But it’s voyages, it’s people who grow flowers, it’s people who mix them, glassmakers.” But isn’t it also the celebrity faces that give it life and make it unforgettable?
The new film is beautiful and documents the journey of hundreds of petals making their way from Grasse to India, Murano to Paris ‘Le Parfum.” Incidentally, the fragrance is simply called ‘Le Parfum’ and it will be on sale come December with no pomp or circumstance. But there was just something about a fiery and stunning Charlize Theron leading the way to the bottle of fragrance showing off her grandiose naked back in all its perfection. After that, the rain of petals just seems a little flat but that’s just our opinion.
T. J. Mueller